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The impacts of exhibitions on customer buying decision-making ------ A case study of International Auto-expo
Pages 70 (17570 words)
AN EVALUATION OF THE IMPACT AND RELATIONSHP BETWEEN AUTOMOTIVE EXHIBITIONS ON CONSUMER PSYCHOLOGY & CONSUMER BUYING DECISIONS – A CASE STUDY OF THE BEIJING INTERNATIONAL AUTOMOTIVE EXHIBITION Abstract This research examines the relationship between international automotive exhibitions and consumer decision making and buying habit.
This gives a broad scope of the actual concept and its related and correlating ideas. The research is then complemented by a field work which interviews consumers who made purchases that can be traced to the Beijing International Automotive Exhibition as well as exhibitors and other experts in the industry. This culminates in a number of findings that are critiqued and analysed. It is identified that consumers who make purchases in the international automotive exhibitions belong to a small group of privileged elites. These are people who take their decisions based on ostentation which focuses on luxury and country of origins. Premises in the automotive expos in China are best presented in a hybrid format and system. Also, the collectivist and socio cultural systems and structures of China still play a major part in consumer buying decisions in these fairs. It is recommended that the information and presentation in Chinese international automotive fair must be watched. Also, the technological offerings and the innovation on offer must be showcased in the exhibitions. Finally, there must be a strong and appropriate digital system and structure to gather information for follow up as the market is very small and specialized. ...
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